How to Turn a Good Idea Into the Next Big Thing

We all have ideas.
But only some of us make them a
reality—and thereby
change the world
that much more. Three successful women weigh in on how to turn brainstorms into lightning bolts.

By
The Agenda

Jul 21, 2015

Getty/Jen Baumgardner

Who hasn't at some point had what seems like a game- changing idea? And what makes the difference between letting that idea go by and eventually giving a talk on it at TED? A dinner held during the TEDWomen 2015 conference last May brought together people who are turning grand ideas into reality, and they offered insights into how they've made that happen. Many stressed that the first step is recognizing a need, then finding the confidence to think you can solve it. "It's the risk takers who are the ones standing up on that stage," said Jane Lauder, the global brand president of Clinique. (The brand had organized the dinner to celebrate its new Smart skin-care line and launch a contest offering $20,000 for the best idea benefiting women's lives.) It's worth keeping in mind that even the most creative thinkers come up with a lot of concepts that don't work. Other takeaways: Collaboration is key. Establishing strong relationships is paramount. And—perhaps most important—don't be daunted by the difficulties that inevitably arise. "If you're building something where you have no challenges," said artist Drue Kataoka, "it's probably not that significant."

We asked some members of ELLE's Agenda board to share their thoughts on how they bring ideas to fruition.

Deborah Dugan, CEO of (RED):

"A good idea offers a provocative, unexpected, and simple solution to a problem. In 2006, businesses had contributed just $5 million to the Global Fund to Fight AIDS, while countries had contributed more than $5 billion. Bono and Bobby Shriver's 'good idea'—(RED)—was both innovative and simple: Create an organization that partners with iconic brands to fight AIDS. Since 2006, this idea has generated some $315 million for the Global Fund. While good ideas are often simple, implementing them is not. Navigating uncharted territory takes relentless determination, a team of passionate colleagues who truly believe in an idea's potential, and, most important, a willingness to take many risks."

Jamie Gutfreund, CMO of Digital Creative Agency Deep Focus:

"The real work is not gathering the data but interpreting it—not just what's going on but why—and turning that into a narrative. If I tell you that Millennials are planning to spend more on health and wellness, okay, great. But if I weave it into a story and say, 'They're concerned about their longevity, they've seen their grandparents get Alzheimer's, and one of their biggest fears is that they're not going to be healthy enough to play with their grandkids,' then it becomes emotional, and you can visualize it. That's the power of combining these things. Context is key."

Sarah Lewis, Assistant Professor of History of Art and Architecture and African and African American Studies at Harvard:

"Bringing something new into the world requires a temporary removal from the world. That advice is counterintuitive in this day and age—for creatives, certainly, who tend to go by the mantra of 'get your work out there.' For me, creating a private domain, allowing time for immersive concentration, is really crucial. The question becomes, How disciplined can you be about shutting out the noise? I don't subscribe to the ethic of the hustle when the standard is high excellence and you're trying to do something pathbreaking."

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